Analiza specifičnosti marketinških strategija poduzeća British American Tobacco u Adria regiji

undergraduate thesis

• Title (english): Analysis of the uniqueness of British American Tobacco's marketing strategies in the Adria region
• Author: Ivan Jaram
• Mentor: Ružica Brečić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-02-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom završnom radu provedena je detaljna analiza marketinških strategija duhanskog poduzeća British American Tobacco s fokusom na Adria regiju. Adria regiju predstavljaju zemlje s različitim kulturnim pozadinama, regulatornim okruženjima i obrascima potrošnje duhana. Ovaj jedinstveni kontekst pruža zanimljivu priliku za ispitivanje marketinških strategija koje koriste duhanska poduzeća i njihov utjecaj na potrošače, društvene norme i gospodarski rast. Usporedbom BAT-ovih marketinških strategija s onima njegovih konkurenata („BIG 4“) postiže se sveobuhvatan uvid u dinamiku unutar industrije. Cilj rada je istaknuti jedinstvene i učinkovite strategije koje primjenjuje BAT u Adria regiji, izdvajajući ga od konkurencije i pridonoseći njegovom uspjehu na tržištu.

Abstract (english)

In this final paper, a detailed analysis of the marketing strategies of the tobacco company British American Tobacco was carried out with a focus on the Adria region. The Adria region is represented by countries with different cultural backgrounds, regulatory environments and tobacco consumption patterns. This unique context provides an interesting opportunity to examine the marketing strategies used by tobacco companies and their impact on consumers, social norms, and economic growth. Comparing BAT's marketing strategies with those of its competitors ("BIG 4") provides a comprehensive insight into the dynamics within the industry. The aim of the paper is to highlight the unique and effective strategies applied by BAT in the Adria region, setting it apart from the competition and contributing to its success on the market.

• Keywords: British American Tobacco (BAT); marketinška strategija; Adria regija; politika kontrole duhana; cjenovna strategija; segmentacija; upravljanje markom; prodajna strategija; upravljanje događajima; Philip Morris International (PMI); Imperial Brands (IB); Japan Tobacco International (JTI)
• Keywords (english): British American Tobacco (BAT); Marketing strategy; Adria region; Tobacco control policy; Pricing strategy; Segmentation; Branding; Trade marketing; Event marketing; Philip Morris International (PMI); Imperial Brands (IB); Japan Tobacco International (JTI)
• Language: croatian
• URN:NBN: urn:nbn:hr:148:040670
• Study programme: Title: Economics; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica ekonomije (sveučilišni/a prvostupnik/prvostupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-03-10 19:18:58